Title, Comunicaciones de marketing integradas (2a. ed.). Author, Don Schultz. Publisher, Ediciones Granica, ISBN, X, Comunicaciones de Marketing Integradas (Spanish Edition) by Don E. Professor Schultz () [Don E. Professor Schultz;Stanley L. Tannenbaum;Robert. : Comunicaciones de Marketing Integradas (Spanish Edition) ( ): Don E. Professor Schultz, Stanley L. Tannenbaum, Robert.

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As IMC should be deeply strategic, this should aim at the achievement of long-term objectives. Marketing Paperback Nonfiction Books in Spanish. Integrated Marketing Communications is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over time. The boom of social media and social networks, boosted by the increasing diffusion of mobile devices i.

Zoel marked it as to-read May 18, Jimmy rated it it was amazing Dec 09, A general lack of commitment with integrated communication at senior management level usually entails a structural isolation of communicative tools and communication managers [48]. S chultz and Schultz consider that the planning, odn and implementation of marketing programs should be approached in a different and new way [6].

Recently, have addressed the analysis of a range of customer relationships and brand measurement instruments to study its relation with the implementation of IMC [84]. Goodreads helps you keep track of books you want to read.

The organization creates negative value encouraging individual realization, since recognition markfting exclusively based on rapid response instead of clear solutions. According to Schultz, a crucial element that encourages the need of an integrating approach ce the rapid evolution of technology. This section aims to analyze and classify the consequences derived from the application of the IMC paradigm and review the main conclusions achieved in previous studies.

Reid confirmed in his empirical work that competitive turbulence positive influences IMC [70].

Comunicaciones de Marketing Integradas

Most academics and practitioners called for a more holistic theoretical framework of IMC to reduce the confusion derived from the contradictory results obtained by different empirical studies due to the lack of robust measurement tools. Faculty of Economics and Business Sciences. A theoretical review and an analysis of its main drivers and effects.


The obstacle in adequately defining IMC is due, in part, to the rapid development of the concept and its different application by organizations and academe. To see what your friends thought of this book, please sign up. The division of the organization into a large number of departments negatively influences implementation of integration programs.

Secondly, a systematic literature review is carried out to identify IMC antecedents and consequences and the research hypotheses are formulated. Similarly, Ambler and Barrow consider that the separate areas of marketing and human resources should work more closely together: One of the first definitions of IMC, proposed by Northwestern University, is representative of this approach; it is one of the most cited in the literature and was received by the American Association of Advertising Agencies in The effects of IMC.

The level of implementation of IMC has a positive impact on brand preference. A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluated the strategic role of a variety of communications disciplines, e. This is based on the premise that service organizations have direct access to its customers. Without adequate cross-departmental communication, companies can encounter serious difficulties in exchanging and sharing crucial information about target audiences.

In a wide sense, the strategic approach emphasizes the adequate identification of opportunities as a base for marketing planning and business growth with the aim of building a sustainable competitive advantage. Relationship Marketing has not been able to enclose the true value of communication in building relationships with clients and other stakeholders. See all 2 brand new listings.

The proposed model may help academics and marketers to understand the role this new marketing paradigm plays within modern management, in identifying the key variables that promote or hinder IMC and the benefits derived from its implementation.

Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz

maketing Customer-related outcomes positively influence financial performance. Odomero Igbodo marked it as to-read Aug 11, No trivia or quizzes yet. Traditionally the literature distinguishes between two types of communication tools: Get fast, free shipping with Amazon Prime. Integraas to this author, IMC is not only related to communication, but also to mraketing and brand management.

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The review allows the authors to formulate the research hypotheses and, finally, to model the driving-factors and effects of IMC. Tamika marked it as to-read Jan 05, Study consumer’s wants and needs. The results of a study carried out by Phelps, Harris and Johnson indicate an increase of consensus-based responsibility, instead of ds responsibility, but they do not indicate specifically the degree of IMC [65].

That is, actually the current technological turbulence is driving the need and demand for integration. A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. Pabarrett added it Jan 18, Jessie Chen rated it really liked it Sep 20, A must-read book on integrated marketing communications for the knowledge worker, manager, ijtegradas, or entrepreneur.

The cross-functional strategic approach. Duncan and Everett considered IMC as a mechanism to control messages the customers and stakeholders use to form a unique and coherent image about the organization [61]. Parallel Communication and Marketing Processes [15].


This item doesn’t belong on this page. Integration is a competitive advantage which is able to optimize the relation between messages, channels and receivers, not just to coordinate the different elements of the marketing mix. According to these contributions, we could deduct that: